the family man

Profile:

• M/F, younger, married, average income
• Average ordinary person with down-to-earth
  character
• Highly disciplined life centered around work
  and family
• Extremely rational


• Miserly with money

• relatively conservative designs,
• light-weight items,
• as they do not wear jewelry often, they won't
  like conspicuous designs, simple, nice and
  neat designs are more suited to their tastes

• if he/she comes into a shop, it must be with
  a purpose, it may be a special occasion like
  gift for wedding anniversary. He/She is
  prepared to buy but the salesman must show
  considerable patience, as he/she will appear
  indecisive because of the amount of money
  involved
• he/she will be quite lost as to the choice of
  jewelry design as he/she knows very little
  about these things, strong sales persuasions
  will be very effective
• emphasize on gold jewelry as good value for
  money
• can try to persuade him/her to buy higher
  value item to make the most out of situation